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芙蓉王和白沙香烟的心里历程
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在湖南中烟,尽管有着无穷的商情信息系统,每天及时收集各个区域商场的出售状况和花费需要,可是真实的品牌立异,来自对商场趋势的全体掌握,而非具体意见和单个数据。尽力“引导商场”,而非一味地“习惯商场”,是白沙、芙蓉王热销至今的要害。若是你还记得——在1994年,正是由于常德卷烟厂看准了“中高端卷烟商场将迎来无穷的商场机缘,而其时仅有‘中华’一个高级卷烟”的商场空当,推出“成功人士的品牌”芙蓉王,才使其在20到30元的空白商场中占有了第一位,并在中高级卷烟商场规模继续抢先。在1995年,也正是由于白沙敏锐观察了花费晋级的趋势,在5元价位仍占有主导的花费布景下,推出了10元价位白沙(精品),才抢占了品牌价值的制高点,变成整个职业精品风潮的开创者和引领者。一次又一次,白沙、芙蓉王审时度势,不断完善商品规划。蓝色滤嘴、和全国、绿色白沙……白沙、芙蓉王在立异商品的一起,也发明着这些全新的概念!跟着卷烟商场花费结构的晋级、世界控烟结构的施行和安康花费理念的建立,湖南中烟又开端着眼环保和低焦低害卷烟的立异。2009年,白沙推出的“尚品”系列三款新品,不只包装悉数选用可降解资料,并且还在不改动香气、吸味的基础上大大降低了焦油含量,加上其动感时髦的外观,商品深受年轻一代花费者喜欢;2011年,芙蓉王推出“软黄”种类,作为经典干流标准芙蓉王(蓝盖)的晋级之作,“软黄”的焦油含量仅为8毫克/支,上市后备受花费者喜爱。从湖南中烟的实习,咱们不难发现,具有商场的仅有路径即是具有领导商场的才能!

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